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  • Skincare Unboxed | How AI and Longevity Science Are Rewriting the Skincare Playbook

Skincare Unboxed | How AI and Longevity Science Are Rewriting the Skincare Playbook

Plus, Tiffani Carter of Pattern Beauty shares what brands must do to stay relevant in influencer 3.0.

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Welcome to Skincare Unboxed — your weekly drop of skincare eCommerce trends, campaigns, and category standouts.

Editor’s Pick ✨

ClickZ was on the ground at POSSIBLE Miami, and here were our top takeaways:

  1. More than ever, consumer discovery is shifting to "interest media" platforms (like TikTok, Snap & Pinterest). Gary Vaynerchuk highlighted this evolution from a "social media era" to interest media, emphasizing that brands must now prioritize creating relevant content aligned with user interests to capture attention at the crucial initial stages of the customer journey.

  2. Measuring the ROI of top-of-funnel engagement on "interest media" channels is becoming a crucial differentiator. Despite recognizing the importance of reaching consumers earlier, many brands struggle to effectively track how content on interest media channels translated to bottom-line results. Those adopting full-funnel measurement solutions increasingly hold a competitive advantage.

  3. Commerce is increasingly integrated into content (e.g., TikTok Shop) demanding strategies that blend engagement and direct purchase. The growing impact of viral content driving sales, particularly through platforms like TikTok Shop, highlights the need for brands to embrace shoppable content experiences to capitalize on this evolution.

Turning these insights into actionable strategies is essential. For a free resource on strategically investing in and measuring the performance of upper-funnel 'interest media' channels, check out Fospha's Growth Accelerator Guide here.

Sector Spotlight 🎥

BEAUTY TECH INNOVATION

AI-driven R&D is redefining active ingredient development in skincare by combining longevity science with precise molecular design, yielding products like Cellaigie that address the root causes of aging through mechanisms such as autophagy and mTOR modulation. For marketers, this signals a shift toward transparent, evidence-based eCommerce narratives that appeal to health-conscious consumers. Brands able to harness these advances will position themselves at the forefront of consumer trust and long-term loyalty.

INFLUENCER EVOLUTION

Pattern Beauty CMO Tiffani Carter outlines how digital transformation enables continuous career adaptation and full-stack marketing skillsets, while the rise of cultural curators and influencer 3.0 requires brands to prioritize authenticity, transparency, and diverse partnerships. CMOs should focus on AI-driven content, robust attribution, and community-building experiences for measurable impact.

BEAUTY MARKET TRENDS

Teoxane’s Dermocosmetics Collection brings clinically proven, Swiss-made skincare directly to U.S. consumers, bridging medical-grade efficacy with broad retail accessibility. This move signals a shift as more consumers seek science-backed, dermatologist-developed cosmetics featuring ingredients like glycolic acid, peptides, and bakuchiol. Marketers should recognize the growing demand for transparent, results-driven formulations in eCommerce and adapt digital campaigns to highlight clinical validation and ingredient-specific benefits.

BEAUTY ACCESSIBILITY INNOVATION

InventHelp’s hands-free lotion applicator targets seniors and individuals with mobility challenges, featuring an ergonomic handle and interchangeable pads for hygienic, adaptable skincare routines. Its DTC launch, subscription pad options, and insurance bundling appeal align with rising demand for inclusive, convenience-driven personal care solutions.

BEAUTY MARKET TRENDS

The global Anti-Aging Ingredients Market, valued at $981.7 million and projected to reach $1,672.7 million by 2032, is expanding due to consumer demand for proven ingredients like peptides and antioxidants. North America leads in market share, while Asia-Pacific exhibits the fastest growth. Marketers should prioritize segmentation, regional analysis, and ingredient efficacy in campaign planning.

CAMPAIGN HIGHLIGHT

Cetaphil’s “From Scratch to Soothe” campaign—featuring influencer Nara Smith and dermatologist Dr. Camilla Howard—raises eczema awareness by spotlighting personal journeys and actionable skincare solutions. Marketers should note the campaign’s strategic leveraging of authenticity, expert content, and multi-channel influencer engagement during Eczema Awareness Month.

Influencer Corner 📣

Video ads aren’t just about audience. They’re about context and timing | ClickZ.com

At POSSIBLE 2025, Gary Mittman, CEO of KERV.ai, joined Anna Peggram to explain why shoppable video is finally getting real traction and what needs to change in how we measure engagement. Key takeaways:

1. Stop guessing attention. Track action: Clicks, scans, and interactions matter more than inferred “attention.” Measure what people do, not what you think they saw.

2. Context is the new creative: If someone just watched a cooking show, don’t serve them a generic ad. Use real-time content recognition to deliver something relevant and shoppable.

3. AI doesn’t need taxonomies: Most ad systems still use categories built for humans. KERV leverages AI to match creative to content without rigid labels and that’s what makes the experience seamless.

Visual Rules to make you stop scrolling. | Juan Campdera

Capture your audience's attention? Visual composition isn't just about making things look good, it's about guiding your audience through your message with purpose. These visual principles act as the foundation for powerful communication, helping you arrange elements in a way that’s eye-catching, aesthetic, and legible.

Optimization Hub ⚙️

ADVANCED GOOGLE ADVERTISING

A Google Ads eCommerce account achieved over 700 ROAS and $100K+ monthly spend through meticulous campaign segmentation—leveraging Performance Max, non-branded search, nuanced shopping campaigns, and strict asset group management. New customer acquisition and best-performing product campaigns are prioritized based on LTV and profitability. These insights underscore that sustainable scaling hinges on precise segmentation, agile bidding, ongoing product testing, and creative asset optimization.

AI BUSINESS STRATEGY

AI adoption among small businesses has more than doubled, driven by the need to automate operations and enhance customer engagement, while cybersecurity and SaaS consolidation demand careful management due to rising data breach risks and integration costs. Social media continues to shift toward transactional eCommerce, requiring marketers to adapt strategies and monitor emerging trends. These developments offer clear, actionable steps for marketing professionals aiming to maximize operational efficiency, security, and digital channel effectiveness.

INNOVATIVE MARKETING TECHNOLOGIES

Integrating APIs into email marketing offers marketers the ability to automate workflows, drive sophisticated personalization using real-time customer data, and access actionable campaign analytics. These capabilities enhance campaign relevance and operational efficiency, empowering businesses to boost engagement and ROI in increasingly competitive digital environments.

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